This master thesis discusses the use of rhetorical crisis communication in image building during the budget-crisis of the Norwegian Armed Forces. This crisis was played out in the media during the beginning of 2005. The organization was in this period exposed to many different kinds of allegations connected to this crisis and had to respond in ways that protected their image. Through different comments and statements from spokespersons in written media it was possible to analyze their crisis communication. With a theoretical background from public relations, crisis communication, image-building and rhetoric, it was possible to interpret the media material with rhetorical text analyze as a science tool. That resulted in different rhetorical defence strategy findings, some of them problematic when it came to the use of these strategies. The discussion of these findings may also indicate a lack of consideration for organizations history prior to the actual crisis in the crisis communication theory.